Know-How Exchange : Branding

As a single-person business, the name will actually reflect you and your personality. So do you want something slick, maybe something funny, or the traditional last name? It's really about you and how you want to present yourself to your target market.

In my accounting days, I used to roll my eyes at another firm named after the owner, but I do see the benefits. Do you already have good standing in your local market? Well known in your industry? The name works. People almost expect a last name on the letterhead of an accounting or legal firm.

You just don't want the firm name to limit your offerings in people's minds. If you will be adding financial services, your firm shouldn't just list “Tax Services” in the name, of course. There seem to be a lot of firms across the country with “Tax and Financial Services” in their name. Would you consider that? The alternative is to name the firm, e.g. Bob Butler, LLC, and then add the line “a Tax and Financial Services Firm.” Or to start, “a Tax Preparation Firm.” This tagline of sorts is super-important to identify yourself, though, so use it everywhere you use the firm name.

If you have further thoughts on the personality of your firm, please post them and the forum could then give more specific ideas.

Best of luck,
KMH